WELCOME TO

ENTREPRENEURSHIP CLASS!!

ROMER ELUMBA
Subject Teacher
DO YOU STILL
REMEMBER THE
FIRST TIME YOU
TRY TO RIDE
ON A BICYCLE?
HOW ABOUT
THE SECOND
TIME? THE
THIRD?
DO YOU KNOW WHO IS
THE FIRST PERSON TO
LAND ON THE MOON?
HOW ABOUT THE
SECOND ONE??
Do you know who is
the FIRST person to
get INFECTED with
COVID-19 in the
Philippines?
 MARKET
POSITIONING
 • Discuss the

LEARNING
concept of market
positioning

OUTCOMES • Identify the logical

steps in marketing
positioning
WHAT COMES INTO
YOUR MIND WHEN
YOU HEAR THE
WORD
POSITIONING?
The term POSITIONING simply
refers to the act of occupying a NATURE
certain place.
AND
CONCEPT
What is the difference
between Business NATURE
AND
Positioning and Market
Positioning?
CONCEPT
BUSINESS
POSITIONING
 -Simply refers to the
process of
determining the
place of the
BUSINESS business in the
POSITIONING industry.
PRODUCT/
MARKET
POSITIONING
 PRODUCT/MARKET
POSITIONING

-the process of arranging a

product to occupy a clear, distinct,
and desirable place in relation to
other competing products in the
mindset of target consumers
-Kotler & Armstrong, 2013
The process of determining the market position of the
product includes the following steps:
1. The entrepreneur determines if the market position
is distinct from others
2. The entrepreneur evaluates the
advantages or benefits of every possible
market position.
3. The entrepreneur decides on the market
position.
DIFFERENTIATING
MARKET
POSITIONS
DIFFERENTIATING MARKET POSITIONS
Since the foremost objective of market
positioning is to have a distinct place in
the minds of the target consumers, the
concept of differentiation becomes
inherent and directly linked to the
process
How is the product viewed by the
consumers in the market? Is it a superior or
inferior product?
DIFFERENTIATING
MARKET POSITIONS
There are two major
dimensions that will
differentiate the product from
its competitors in the market.
These are “lower price”
and “more benefits” than those sold at a
higher price.
PERCEPTUAL MAP OF PRODUCT PRICE AND QUALITY

High
Price
Low

Low High
Quality
EVALUATING
THE
BENEFITS
OF EVERY
MARKET
POSITION
EVALUATING THE BENEFITS OF
EVERY MARKET POSITION

Once the target position in

terms of price and quality
dimensions has been
evaluated, the entrepreneur
determines the advantages,
benefits, and attributes of
the product.
EVALUATING THE BENEFITS OF
EVERY MARKET POSITION
For example, a powder detergent may
take pride in the following taglines
that describe its attributes and at the
same time can be easily recalled by
household consumers:
ang bango-bango,
banayad sa kamay,
and amoy rosas.
 The following criteria
may be considered in
identifying the
attributes or benefits
to be promoted:
1. Identifiable.
2. Beneficial.

3. Distinctive advantage.

4. Efficient and rewarding.

1. Identifiable. The benefit or
attribute is easily associated
with the product. The
customers should be able to
easily identify any benefit
that can be derived from the
product
2. Beneficial.
The attribute provides
valuable benefits to the
target consumers.
3. Distinctive advantage.
The attribute is distinct to
the product and can hardly
be copied by the
competitors.
4. Efficient and rewarding.
The cost in attaching the
attribute or value to the
product is not higher than
the expected benefits in
terms of profit.
DECIDING ON THE MARKET POSITION
DECIDING ON THE MARKET POSITION

The last phase of market

positioning after
differentiating the
product from the others
in terms of benefit or
attribute is to make a
decision on where to
position the product.
DECIDING ON THE MARKET
POSITION
There are two basic dimensions
that must be seriously
considered in deciding the
market position of
the product.

These are price

and quality.
 5. Will the 4. Will the product
product be be sold at a lower
sold at a higher
price even if it price because it
offers less offers less benefits?
benefits?
DECIDING ON THE MARKET
POSITION
2. Will the
product be sold at
the same price as
the competitor's
price in spite of its 3. Will the product
benefits? be sold at the
1. Will the product
be sold at a higher same price as the
price due to its competitor’s
attributes and because they have
benefits? similar benefits?
Normally a product sold at
a lower price is expected
to be of inferior quality
and offers less benefits,
while a product sold at a
higher price is expected to
be of better quality and
offers more benefits.
Value Proposition (VP)
marketing statement that summarizes why a
consumer should buy a company's product or
use its service.
In creating Value Proposition, entrepreneurs will
consider the basic elements:
• Target Customer
• Needs/opportunity
• Name of the product
• Name of the enterprise/company
Unique Selling Proposition (USP)
-refers to how you sell your
product or services to your
customer .
-marketing concept that persuade
your target customers
 1. The basic concept of market
positioning is to clearly identify the
LESSON specific and distinct position of the
SUMMARY product in the minds of the consumers.
2. The three steps in determining the
market position of the product in the
minds of the consumers are the
following:
a. The entrepreneur determines whether the
market position is distinct from others.
b. The entrepreneur evaluates the advantages or
benefits of every possible position.
c. The entrepreneur decides on the market position.
 Activity:

Compare two competing consumable products.

Evaluate the value proposition of each product.

Brand of the Product Possible Product Attribute

Product 1

Product 2
Evaluation:

Think of a product that you want to create because of an

existing opportunities. It can be a new product in the
market or similar to an existing commodity product.
Develop the benefit or value that your product will offer to
your target consumers.
THANK YOU!!!!